Evidence. Decisions. Accountability.
The method defines what needs to be decided, the evidence required, who holds responsibility and when further commitment is justified. It applies to market development and other commercial execution priorities.
Define The Decision
Establish the objective, evidence and constraints before choosing a route.
- State the commercial objective and the decision required.
- Test assumptions against available evidence and alternatives.
- Identify constraints and the questions that must be resolved.
A clear decision brief: objective, alternatives, evidence and unresolved questions.
Set The Commitment
Agree the sequence, decision authority and conditions for the next stage.
- Compare the options against economics, capability and execution risk.
- Agree accountable owners, resources and decision authority.
- Define the evidence needed before the next commitment.
An agreed next stage with responsibilities, resources and conditions for further commitment.
Review And Adjust
Review progress against evidence and decide whether to proceed, adjust or stop.
- Review progress and dependencies with the responsible people.
- Test whether the original assumptions still hold.
- Recommend whether to proceed, adjust the approach or stop.
An updated assessment and a clear next decision, based on progress rather than activity alone.
What Keeps Decisions Grounded
Decision Authority
The leadership team retains investment and corporate decision authority. Within the agreed remit, I lead the commercial work, make recommendations and escalate decisions that require its approval.
Evidence Before Commitment
A recommendation should identify its assumptions, dependencies and the conditions that would change it.
Visible Responsibility
The remit defines deliverables, decision rights, access to people and information, and the support needed from the business. Progress is reviewed against agreed milestones, with a clear route for resolving dependencies.